Last week in Savannah, Georgia, I attended the big national
convention for presidents of chambers of commerce.
do every year, we gave out hundreds of bottles of Jack Daniels
with my caricature on them, buttons that read “I’m a Glenn
Shepard Fan” with $1 bills attached, and $100 bills on the
buttons for chambers that have had over 100 attendees at my
While the relationship between chambers and my
company have been a great fit, there’s an 800 pound gorilla we
have to deal with.
Inevitably, a chamber president who’s
never hosted my seminar and is accustomed to $20 breakfast
luncheons will say “No one in our community would pay $149 for a
I never take it personally because their
comment has little to do with me, but reveals a lot about them.
No matter what you sell, people will ALWAYS find money for
the things they want to find money for. And, there’s proof
everywhere you look.
My next door neighbor, who’s a doctor
from India, constantly tells me how amazed he is by how many
patients labeled as “indigent” have a newer car and iPhone than
he does. He once told me that what we call “poor” in the U.S.
would be middle to upper middle class in India.
Department of Energy survey on what percentage of households
that owned between 2 and 4 televisions found that:
A. In those
with an annual income of $120,000 or more: 68%
B. In those
with an annual income of $20,000 or less: 62%
Category A are in the 18th percentile
of income earners, while those in Category B are in the
Despite the massive
difference in incomes, the difference in televisions owned is
Drive through the poorest neighborhood in your town, where the
houses are crumbling shacks. Notice how many have a satellite
television dish and a Cadillac Escalade in the driveway.
If not enough people are buying what you’re selling, it isn’t
because they don’t have enough money. It’s because they don’t
see enough value in your product or service.
If you offer
great products or services that people benefit from, they’ll
always find money to buy them.
To Your Success,
If you've read Stephen Covey's "The 7 Habits of Highly Effective
People", you'll recognize this as what he called the “Scarcity
Mentality” and "Abundance Mentality". Highly successful people
have the Abundance Mentality, believing there’s always plenty of
money out there if you’re willing to do what needs to be done to
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